Marketing Concepts and Analysis: A Comprehensive Report

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Marketing Concepts and Analysis
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Table of Contents
Part A..............................................................................................................................................4
1. Introduction to the concept of marketing, including current and future trends.............4
2. An overview of the different marketing processes..............................................................5
3. Explanation of the role and responsibilities of a marketing manager in the context of
the organisation..........................................................................................................................5
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation...............................................................................................6
5. The value and importance of the marketing role in the context of the organisation......7
6. Conclusions that emphasise the significance of having effective interrelationships
between different functional departments...............................................................................8
Reference List...............................................................................................................................10
Part B............................................................................................................................................11
Task One...................................................................................................................................11
Introduction..................................................................................................................................11
Task 1 (LO2)................................................................................................................................12
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.................................................12
M3 Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.......................................................................................................14
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives...................................................................................................16
Task 2 (LO3)................................................................................................................................19
P4 Produce and evaluate a basic marketing plan for an organisation...............................19
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation....22
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Reference List...............................................................................................................................24
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Part A
1. Introduction to the concept of marketing, including current and future trends.
Marketing is an important concept that is followed in different organisations conducting their
trade activities and services within the market. According to Grant (2016), marketing concept
tend to comprise of the strategies that help the Companies to plan out ideas that will help the
Companies to compete against their market competitors. Marketing is sharing of relevant
information about the products and services being designed by the Companies with the
customers to develop the desired benefits and advantages. Marketing is the ability developed by
the Company to help in reaching out to the numerous customers in the market and convince them
to avail the product or service being created.
Different concepts exist within the development of the marketing activities such as the product,
selling and societal marketing concept. According to Grayson and Hodges (2017), the product
concept states that the product being designed by the Companies has to be unique and has to be
maintained by adhering to the specific laws and policies of the Company. The goals and aims of
the Company can be achieved by integrating the selling concept that devises the specific
strategies that are utilised by the Company to sell their products in a smooth and efficient
manner. The current and the future trends within the marketing activities are the relationship
marketing, societal marketing and industrial marketing that continues within the market and is
developed by the Companies.
According to Epstein (2018), the relationship marketing focuses upon the customers and lays
extra emphasis upon providing customer service that is beneficial and helps in executing the
varied range of activities and services within the organisational sphere. The rapport being build
up with the help of relationship marketing provides support to the organisations to gain a good
idea about their customers to excel in the market. In future also, establishing stable relationship
marketing will help the organisation to deliver quality business performance. Societal marketing
devises strategies and policies that helps in reaching out to the customers with the help of
marketing strategies promoted through the social media.
Industrial marketing concept is another relevant concept that is used by the Companies. This
concept helps in utilising the specific strategies and policies to sell the varied range of products
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and services that are designed and manufactured by the Company to reap the desired benefits.
This marketing concept helps the Company to devise ways to adopt the specific strategies and
policies that are relevant within the organisational circuit and cater to the needs and requirements
of the numerous customers.
2. An overview of the different marketing processes.
According to Kerwin and Furlong (2018), the marketing processes that are involved in designing
the varied range of operational activities and tasks have to be scrutinised and used to good effect
to execute the actions and tasks in a proper manner by sticking to the norms and the mentioned
procedures within the organisation. The overview about the marketing processes helps to give an
idea about identifying the specific concepts and strategies that are relevant to develop the
marketing and promotional actions and services.
The overview of the marketing processes takes into account some of the specific steps and
measures. The steps followed in establishing the marketing processes are firstly carrying out a
situational analysis, after that the specific marketing strategy is developed that will help the
organisations to execute their activities and services in a perfect manner. Lastly, the decisions
related to the marketing mix being applied is established and then the implementation of the
decisions are being executed aligning with the necessary controlling and regulatory activities and
measures.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organisation.
According to Trevino and Nelson (2016), a marketing manager in the context of the organisation
holds relevant duties and responsibilities that has to be executed in a proper and systematic
manner by adhering to the different laws and policies of the organisation. The marketing
manager helps in carrying out the activities such as:
1) A marketing manager organises and executes the specific marketing activities and
services in a proper manner by adhering to the varied ranges of laws associated with the
companies.
2) A marketing manager is in the charge of promoting marketing campaigns by which the
individual is able to reach out to numerous people within the organisational sphere.
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3) The marketing strategy is also framed by the marketing manager by keeping in mind the
several objectives being laid down by the management of the Companies.
4) The conditions and the trends identified within the market are specified by the marketing
manager to help them implement the strategies and policies of marketing that are relevant
and suitable to be conducted by the organisational personnel.
5) The marketing manager has the responsibility of setting up the important documents
pertaining to the organisation so that the marketing strategies are developed in a perfect
manner.
6) According to Kotler et al., (2015), the marketing manager analyses the company’s budget
that is set up for organising and conducting the varied ranges of marketing activities and
services.
7) The marketing manager also provides the impetus to the organisations to carry out their
marketing activities on a stable and strong note so that the marketing activities reach out
to the numerous customers within the market in a successful manner by sticking to the
policies and strategies of the organisations.
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation.
The concept of marketing is of utmost importance to any organisation and it tends to affect the
business and other operations going on simultaneously within the organisational framework.
Marketing strategies that are being adopted by the organisation provides the much-needed
support in setting up the operational activities and tasks that have their relevance in the open
market. The relevant marketing strategies are chosen so that they are effective enough in creating
the benefits for the organisation. According to McDonald and Wilson (2016), marketing provides
support to the other functional departments and units that are operating within the open market
and tends to devise the appropriate ways to deliver a proper business performance within the
organisational circuit to achieve the targets and goals associated with the Company.
According to Tidd and Bessant (2018), marketing activities tend to help other departments such
as department of finance to devise strategies and policies to develop the activities that holds
immense relevance within the organisational sphere to execute the varied range of actions and
services. Promising and talented employees have to be recruited within the organisation by the
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help of adhering to the specific HR policies that are relevant in their utilisation within the
organisational sector to reap the varied range of benefits and maximise the profits and
productivity within the organisation.
The activities of marketing as well as the policies that are followed while implementing the
different activities and services tend to help in establishing the marketing actions and tasks
within the organisations. According to Furnham and Gunter (2015), marketing strategies tend to
provide the much-needed support to the other activities of the functional departments to ensure
smooth functioning of all the operational actions and tasks that are relevant to be followed within
the organisational sphere. Marketing activities have to be promoted with the help of setting up
the appropriate finances and by utilising the man power.
5. The value and importance of the marketing role in the context of the organisation.
Marketing role has immense value within the organisational framework. Marketing provides the
much-needed support to the organisation to reach out to their customers with the help of devising
the appropriate strategies and policies that are relevant to be followed by the organisation.
According to Chaffey and Ellis-Chadwick (2019), marketing concepts and activities provide the
help to the companies to share the message and information about their designed and
manufactured products to the numerous customers’ existing within the market.
The importance of the role of marketing in enhancing the productivity of the organisations and
maximising their profits is immense. This influences the establishment of the operational
activities happening within the organisation. The role of marketing provides the opportunity to
the Companies to reach out to other foreign markets to ensure that the activities reach out to
millions of customers who exist within the market of those countries. According to Crane et al.,
(2019), if the marketing activity or strategy is very much relevant then it provides the much-
needed help to the organisation to establish itself in the markets of various countries conducting
their trade activities freely and in a comfortable manner throughout the world by devising
specific strategies and policies. The marketing concepts and activities have to be developed in a
specific manner within the organisations to help the organisations to effectively satisfy the
demands and requirements of the numerous customers who are present within the organisational
sphere.
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Marketing has its own value as it helps in branding the products and services in accordance with
the demands and the buying behaviour possessed by the consumers availing their products and
facilities. The activities of marketing have their relevance in the open market as they tend to
devise various ways to implement the different actions and tasks that are beneficial for the
Companies to achieve their targets and goals laid down within the Company. The concepts of
marketing are implemented in a proper and efficient manner by adhering to the specific laws and
norms of the organisations to achieve the objectives and goals of the organisations.
6. Conclusions that emphasise the significance of having effective interrelationships
between different functional departments.
The effective interrelationships between the various functional departments within the
organisation provides the much-needed impetus to the organisation to develop the activities and
tasks properly within the organisation to meet the objectives and goals being set up within the
organisational structure. The existence of effective interrelationships help in smooth and efficient
functioning of the varied range of activities and tasks within the organisational sphere to conduct
the actions and tasks in an easy manner by adhering to the policies and governmental
legislations.
The workplace legislations are followed in implementing the relevant actions and services that
have their impact upon the different operations of the organisations. The relationships between
the various functional departments will help in enhancing the marketing activities and services
that are being framed and executed with expertise within the company. The relationship between
the HR and the finance department provides the link between developing the expenses to recruit
promising employees within the organisational circuit to ensure that the objectives and goals of
the company are met in a satisfactory manner by sticking to the policies and norms of the
organisation.
The various functional departments that help in establishing the activities and services in a
proper manner are effective in conducting the other activities and services and enhancing the
productivity of the organisations in future. The profitability of the Companies are maximised and
the specific policies are adopted that help in establishing the different relevant responsibilities of
the organisation successfully. The laws and norms of the organisations are adhered to ensure that
the tasks are carried out tin a systematic and legal manner. The role of the functional departments
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is very important to maintain cohesive action within the organisational sphere. The relevant laws
and policies are maintained systematically to ensure smooth functioning of the operational
actions and tasks going on within the organisation.
Marketing activities tend to enhance the relationship between the various departments existing
within the organisations. The interrelationships between the functional units provides the impetus
to the organisations to frame strategies in achieving the targets and goals of the organisation in a
smooth and efficient manner. The functional departments work well when the communication
among them is of high quality. This helps the customers to receive good services from the
organisations and the brand image of the organisations thus gets enhanced.
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Reference List
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Crane, A., Matten, D., Glozer, S. and Spence, L., 2019. Business ethics: Managing corporate
citizenship and sustainability in the age of globalization. Oxford University Press.Epstein, M.J.,
2018. Making sustainability work: Best practices in managing and measuring corporate social,
environmental and economic impacts. Routledge.
Furnham, A. and Gunter, B., 2015. Corporate Assessment (Routledge Revivals): Auditing a
Company's Personality. Routledge.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Kerwin, C.M. and Furlong, S.R., 2018. Rulemaking: How government agencies write law and
make policy. Cq Press.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Tidd, J. and Bessant, J.R., 2018. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.
Trevino, L.K. and Nelson, K.A., 2016. Managing business ethics: Straight talk about how to do
it right. John Wiley & Sons.
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Part B
Task One
Introduction
The assignment covers the aspects related to establishing the features involved in the 7Ps
marketing mix of Marks and Spencer. The different ways by which the organisations Marks and
Spencer and Tesco apply the 7Ps marketing mix to the different business and manufacturing
activities and services will be mentioned within the assignment. The different tactics will be
applied by the organisations to achieve the varied range of objectives and goals that are framed
by the Company. A strategic marketing plan will be covered to ensure that the marketing
objectives and strategies of Marks and Spencer are covered. The marketing plan that will be
produced will help Marks and Spencer to promote their marketing activities and operational
services.
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Task One (LO2)
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix is the widely used as well as discussed process that uses to constitute various
factors together in order to set actions for the business organisation to develop their products and
services in the consumer market. The marketing mix of Marks and Spenser and Tesco is been
given below:
Elements Marks and Spencer Tesco
Product Marks and Spencer will provide
eco-friendly goods as well as the
fair traded products in order to
provide standardised quality
products to the people. It will work
upon diversified portfolio of
products such as beauty, clothing,
food, home products, furniture,
wine and many more items.
Tesco will offer wide range of
diversified products that includes
food, clothing, stationery, financial
services and many more. The
company will sell its own products
as well as from the great brands
and always looks forward to
expand their product lines.
Price Marks and Spencer will design its
products and services to the upper
as well as the upper middle class
peoples. However, the company
also look forward for dynamic
pricing policy in order to provide
seasonal discounts.
Tesco will use cost leadership
strategy in order to provide high
quality products at low price. The
company always looks forward to
work on its supply chain so that it
can provide consistent reduced
price of products and services.
Place Marks and Spencer will operate at a
global level. However, the
company is also active in
ecommerce sector.
Tesco will use two main channels
to offer its services and products to
the customers mainly offline as
well as online. The company is
efficient enough to adopt new
technological and innovative
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